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Perception is Reality : The Impact of Buyer and Seller Attributes on Online Trust

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With the growth of e-business and large numbers of people engaging in online
shopping, trust has been identified as a crucial topic in information systems and
marketing research. Because online transactions are mostly anonymous and always
computer-mediated, mutual trust is needed for their execution. A range of factors
have been shown to inluence trust formation in online transactions, both attributes
of the buyer as well as the seller. This study analyses and diferentiates between the
impact of both perceived seller attributes (brand strength, perception of reciprocity,
customer control and third party endorsements) and buyer attributes (age, gender,
and web experience) on online trust based on a representative survey of the German online population. Our analysis reveals that seller attributes, as perceived by
the buyer, have a stronger impact on online trust than buyer characteristics.
   
type book chapter (English)
   
keywords Online Trust, Trust, E-Business, Marketing
   
book title Macht des Vertrauens: Perspektiven Und Aktuelle Herausforderungen Im Unternehmerischen Kontext
date of appearance 2012
publisher Gabler (Wiesbaden)
ISBN 978-3-8349-4452-8
page(s) 169-192
profile area SoM - Business Innovation
citation Lutz, C., Hoffmann, C. P., & von Kaenel, A. (2012). Perception is Reality: The Impact of Buyer and Seller Attributes on Online Trust. In Macht des Vertrauens: Perspektiven Und Aktuelle Herausforderungen Im Unternehmerischen Kontext (pp. 169-192). Wiesbaden: Gabler. - ISBN 978-3-8349-4452-8.